라이브 커머스의 제품유형별 구매 만족도에 대한 소비자 성향의 조절 효과

E-commerce platforms have increasingly adopted video content as a strategic tool to attract consumers and improve purchase conversion rates. This approach leverages the ability of visual content to stimulate curiosity, foster interest, and elicit emotional engagement, thereby influencing consumer purchasing behavior. Among various types of content, live video has become particularly significant, enhancing the consumer experience and influencing their decision-making processes. Unlike previous studies that primarily explored the roles of influencers or the interactivity of content, this research focuses on the inherent role of live video itself in shaping consumer behavior. Specifically, the study categorizes products into hedonic and utilitarian goods and examines how consumers’ cognitive need orientation moderates the relationship between live video content and their satisfaction. By selecting representative product types through preliminary research, this study tested its hypotheses using empirical data. The results reveal that real-time video content enhances purchase satisfaction for hedonic goods by heightening emotional reactions and reinforcing subjective evaluations. In contrast, consumers with high cognitive needs demonstrated consistent levels of purchase satisfaction regardless of product type, which may be attributed to their tendency to systematically seek and process information across various channels. These findings suggest that the degree of information required by consumers varies by product type, directly influencing their satisfaction. This study provides a deeper understanding of the evolving dynamics of consumer behavior in the e-commerce landscape, particularly in video-driven environments such as live commerce. It offers practical insights for developing tailored operational strategies in video-centric e-commerce platforms and contributes to the advancement of marketing strategies that consider consumer diversity and product characteristics.